The end of facebook (English version)
123 Pages
English

The end of facebook (English version)

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Description

The Future of Facebook and social networks

Could it soon be the end of Facebook? It may seem a preposterous question to ask, but there are signs that make it a serious and current one: a growing number of long-term users are abandoning the network and the same goes for teenagers. Fatigue is increasing among those who use the social network, while in the stock market, Facebook is still under pressure.

With this scenario as a starting point, the ebook "The end of Facebook" (by Pedro Barbosa, author of bestsellers “Speculations and Trends” and “Harvard Trends”) explores in remarkable depth the reasons for consumer fatigue and where those who are dissatisfied are migrating to, in an unprecedented revelation of what Facebook will become over the next few years.

"The end of Facebook" drew the attention of newspaper editors, magazines and television channels when Facebook itself made the decision to block the growth of the page on its social network, which today has many thousands of followers. Facebook's ban occurred without the Palo Alto company even knowing the content of the ebook, leading to a wave of indignation.

"The end of Facebook" proves to be a compulsory read, at a time when the mobile, augmented reality and social search revolutions will change the landscape of social networks for once and for all.

It is crucial for managers and marketers to be prepared for this change, as well as for everyone who is curious or concerned about their own adaptation to the near future.

www.theendoffacebook.com


Subjects

Informations

Published by
Published 05 August 2013
Reads 25
EAN13 9789727888320
License: All rights reserved
Language English
Document size 1 MB

Legal information: rental price per page €. This information is given for information only in accordance with current legislation.

H
Pedro Barbosa
o
www.theendoffacebook.com
Pedro Barbosa
Manager, columnist and university lecturer, he himself is a mashup of different areas of knowledge that complement each other. A native of Oporto and 39 years old, he graduated in Industrial Engineering at the University of Minho. He graduated and has further studies in Innovation (UM), Shopping Centre Management (UCP), Neuroscience (MIT OCW) and MBA (EGP-UPBS). He has developed his career in Sonae Indústria, Sonae Sierra and BNP Paribas Group.
He currently holds a management position at Grupo El Corte Inglés, is a lecturer at IPAM and EGP-UPBS and a regular columnist of editions as Vida Económica, Focus, Metro, OJE, HiperSuper and Jornal de Negócios. He is the author of two bestsellers. Speculations and Trends (2009) and Harvard Trends (2011), both written in crowdsourcing environment.
www.pbarbosa.com
INDEX
The end of Facebook?...................................................... 6
Trends............................................................................... 9 So, what is the abyss? ................................................ 15 What are the trends and evidence? ........................... 18 Trend: Life 2.0 ............................................................ 19 Trend: The Uncool Facebook ..................................... 20
Life 2.0............................................................................ 23
The Uncool Facebook..................................................... 37 Sources....................................................................... 39 The reasons for uncoolness....................................... 40 Reason Number One: Parents, family & all their friends .................................................. 41 Reason Number Two: Oversharing ....................... 49 Reason Number Three: From Selfies to Narcissists52
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Reason Number Four: Inane details..................... 56 Reason Number Five: Overquoting ....................... 58 Reason Number Six: The Drama Brigade ............ 60 Reason Number Seven: From validation to the losers-arena................................................ 63 Reason Number Eight: Too mainstream .............. 66 Reason Number Nine: Lack of freedom ............... 68 Reason Number Ten: There are better options on mobiles ............................................................. 71 Reason Number Eleven: Intrusive Approach........ 73
Where are people migrating to?67..................................... Twitter ........................................................................ 84 Instagram, Flickr & Path ........................................... 87 Vine............................................................................. 91 Skype, WhatsApp, Viber, Kik, ooVoo & Hangout........ 93 Foursquare & Waze.................................................... 98 Snapchat .................................................................... 99 Tumblr ...................................................................... 103 Pinterest................................................................... 104 Other Apps ............................................................... 107 Quo Vadis, Facebook? .............................................. 108
Acknowledgements & Sources...................................... 119
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THE END OF FACEBOOK?
Is this really the end of Facebook? The answer is simple: No.
If the title has left you wondering, dismiss the idea: Facebook is here to stay, for better or for worse.
Is this the end of Facebook as we know it? The answer is just as simple: Yes. There’s no doubt about it. A new trend to abandon Facebook has appeared and is here to stay and grow significantly, while new users in emerging countries mask this trend and enable Facebook to continue to grow on a global level.
That is just how trend studies are. It is in the counter-trends, which start from small niches, that we discover the reversal of the movement, which then becomes
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mainstream. This is the new movement: Facebook is becoming boring, old and dramatic. It is becoming uncool.
It is no longer sexy.
It is time for many to go in search of new places, other media, fresh formats. It is time for us to readapt to the new Facebook, which will become much more than it has been until now, undertaking the role of a central platform redistributing everything created on others, like a main highway: grey, monotonous, straight, predictable, but full of traffic arriving from roads and paths of all colours, shapes and sizes.
If the title of the book is somewhat unexpected and intriguing, its contents will uncover how family and intergenerational phenomena, teenager relationships, exacerbated narcissism and the effects of oversharing will surprise us, leading to a new and unprecedented level of understanding of both social networks and human behaviour.
In 2011, we were the first (Harvard Trends) to raise our hand and say: people are starting to close their accounts on the largest social network and going elsewhere, in search of a life 2.0. In this book, we will go much further. More than understanding what is happening, it is important to
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learn why. More than discovering how many people are abandoning Facebook, we need to know where they are going.
i.e.: how many, who, why, where and for how long?
Enough questions, let’s get some answers, before you too abandon this concept and change to another platform, which someone today is designing in a garage in Palo Alto, a classroom in Brazil or a tiny room in South Korea!
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TRENDS
Facebook has long been widely regarded as the largest and most important social network in the world. With around 1.3 billion users, it rivals the most important Internet traffic share with Google (in the search segment).
To be absolutely precise, we should spend the rest of the start of this microbook providing data confirming everything we say: that Facebook really is the largest network in the world, which leads in practically every market except theSICK(Syria, Iraq, China countries and North Korea, where Facebook is not authorised by the governments) and a multitude of factual information which is all too obvious.
Well: we’re not going to do that. This isn’t an academic book and I don’t even know if we can call it a book. We have named it amicrobook, because the idea is somewhere between isolated information or statistics on the subject
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and an essay which discusses part of the issue addressed at length. In this regard, we will go lightly on sources, not to mention the studies and origin of what is important that “The end of Facebook” brings you: new consumer behaviour in this social network, the reasons behind this behaviour and impact of these movements in the digital world spectrum, in particular of other social networks and the app market.
Going back to base: Facebook and Google compete with each other for Internet traffic and the reason is: money. The profit sustaining these companies comes from advertising (although in different formats, since Google focuses its business on the search engine market, while Facebook focuses on pure advertisements and promoted posts), which, among other factors, depends on traffic within the perimeter of their networks and the capacity to segment them efficiently for brands, communities and organisations.
As is well known, Google - which revolutionised the search engine market years ago - has never managed to dominate in social networks and even G+ (which has been the best attempt of all), which is technically advanced and has advantages such as integration with Gmail or Hangout (group chat and video conferences), has never been able to threaten Facebook’s reign, perhaps because it came too late.
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This is a particularly important point, because Facebook, obsessed with the potential competition of its giant rival, probably concentrated its defences in one area and left another further ahead weakened and open to attack, because it considered it the most unlikely risk.
Facebook will have considered three threats to its leadership in the area of social networks:
Competition
- The appearance of a mainstream network by a large operator (Google or theoretically Microsoft or Apple) which would make Facebook’s mega traffic overflow to that network, as had been the case when Myspace and hi5 vanished to make way for the network created by Mark Zuckerberg.
Formats & Distribution
- The app platforms and their distribution formats, controlled first by Apple and later by the Android market. The risk that this disadvantage in the control of distribution could lead to devices less easily integrated with Facebook was real, which could be critical both for the management of the network of advertisers, and for the developers and particularly the affiliate network.
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